Many moons ago, the God of Learning and Creativity said, ‘Let there be content, and there was content.” First there were the cavemen’s drawings, then there were language and text. Later came still images, and even later came moving pictures. There were creators and consumers of their creations, representing a percentage of Earth’s population. Then came the Internet and the World Wide Web and the world of content just exploded. So much was created (and continues to be so) that the whole of humanity is near-drowning in it. Look around you. There’s content everywhere. And creators.

The demand and supply law in the context of content does not bear any logic any more. The law states that any product’s price will rise when demand is high and supply is low, and fall when demand is low and supply is high.Market equilibrium is achieved when supply and demand balance out, resulting in a stable price.

In today’s world of content though, there’s no market equilibrium. Supply is high and if we have to believe the market punters, demand (for content) is high, too! The consumer is groaning under the weight of content gluttony.

The Frequency of Things

Which brings me to the critical question from the point of view of the content creator and digital marketer – “How often is often enough?” Just how many times do I have to put out content in the hope of it making some kind of impact, and to stay relevant?

In today’s era of content explosion and dwindling attention spans, posting frequency feels like a never-ending riddle. Just how many times in a day or a week or a month do I have to put out content? Are content creators today on the hamster’s wheel, mindlessly churning out more and more content and caring a fig about impact? With gen-AI being introduced into the mix, the situation has only worsened. Is frequency no longer of any importance since almost every human being (and their pets) on earth is now a “content creator’?

When I took an insta-poll recently on the topic of posting frequency, a majority of the creators responded, ‘“ It depends”. But would not say, on what? So are these chaps flying on a wing and a prayer? Are we harking back to the era of fire and forget?

So here I am trying to hammer some sense back into those creators who have strayed in so far as content posting frequency is concerned. While there’s no magic number for posting frequency nor a one-size-fits-all solution, there is still a science, some platform dos and don’ts (and a smidge of art) to guide your content cadence.

Do remember, a lot of things influence content posting frequency, starting from the type of content to the platform it’s meant for, the target audience, the individuality of the creator and more.

Business vs. Individual Creators: Different Strokes for Different Folks

Businesses often have more resources for content creation, allowing for a potentially higher posting frequency. But that doesn’t mean individual creators are stuck on a content hamster wheel. Quality over quantity always reigns supreme. Focus on creating valuable, engaging content that resonates with your audience, regardless of how often you hit “publish.”

In the content coliseum, individual creators and businesses fight for audience attention, but their weapons differ – one wields agility, the other brand strength. This affects posting frequency.

Individual Creators: The Frequent Flyers

Imagine a vibrant farmers market. Creators, like these vendors, thrive on fresh produce – fresh content, that is.

Here’s why a more frequent approach is often their secret sauce:

• Building a Community: Frequent, engaging content fosters a sense of connection with your audience. They get to know, like, and trust you – the building blocks of a loyal following.
• Staying Top-of-Mind: Social media algorithms favor fresh faces. Consistent posting keeps you popping up in feeds, ensuring your audience doesn’t forget about your awesomeness.
• Experimentation Playground: As a solo creator, you have the freedom to experiment. A higher posting frequency allows you to test different content formats and find your audience’s sweet spot.

Think 3-5 times a week on platforms like Instagram, with a healthy dose of Stories sprinkled throughout the day is just what the content doctor ordered. Consistency is key, but remember, quality trumps quantity. Cramming out mediocre content just to meet a quota is a recipe for burnout and audience indifference.

Businesses: The Strategic Sharpshooters

Businesses, on the other hand, are seasoned hunters, taking well-aimed shots at their target audience. They leverage brand identity to create a sense of anticipation and exclusivity:

• Planned Content Calendar: Businesses often have a more established brand voice and content strategy. This allows them to plan and schedule content in advance, ensuring a consistent, high-quality presence.
• Quality Over Quantity: A polished, in-depth blog post might have a longer shelf life than a daily Instagram post. Businesses can focus on creating impactful content pieces, even if they’re released less frequently.
• Leveraging Established Channels: Businesses often have existing customer bases through email lists or loyalty programs. They can utilize these channels to promote their content without relying solely on social media algorithms.

While the frequency might be lower, the impact needs to be higher. Aim for 1-3 well-crafted posts a week for platforms like Facebook or LinkedIn. Remember, consistency matters – sporadic appearances can leave your audience confused.